TABtouch awards Xavier Ellis Medal after AFL Grand Final

28 September 2021

Creative Agency: Clemenger BBDO (Sydney)

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TABtouch and Clemenger BBDO Sydney see the humour in the AFL Grand Final.

A social-driven campaign developed by TABtouch and Clemenger BBDO Sydney has awarded the Xavier Ellis Medal for ‘Actual best on ground who should have won the Norm Smith medal’.

In 2008, the Norm Smith Medal for best on ground at the AFL Grand Final was awarded to Luke Hodge. His teammate, Xavier Ellis, claims that as the true best on ground that day he was robbed. He’s spent the years since living with the loss. It’s been a running joke in footy circles for the last 13 years.

With the Grand Final held in Perth on September 25, local fans were given the chance to choose the recipient of the Xavier Ellis Medal, voting in six-goal hero Bayley Fritsch.

The campaign tapped into the contention around the traditional Norm Smith medal.

TABtouch head of marketing Katie Roberts says the campaign ensured the right choice was made.

“When it was announced that the grand final was going to be held here in Perth, we knew we had to be a part of it. What better way than to ensure that there weren’t any Norm Smith Medal robberies on our watch by heroing former Hawthorn and West Coast Eagles great, Xavier Ellis.”

The campaign launched on September 22, with a live countdown to the Grand Final. Voting opened at the first bounce and everyone who voted had the chance to win a medal of their own and a $2000 cash prize.

Clemenger BBDO Sydney creative directors Chris Wilson and Roy Leibowitz say the campaign reminded fans to have a laugh:

“At the pointy end of the AFL calendar everything can feel a little serious. But since TABtouch is about enjoying yourself (responsibly), we wanted to create a campaign that reminds people being a footy fan should be fun. It’s ok to have a laugh, it’s called a game for a reason.”

Clemenger BBDO was appointed creative agency for Racing and Wagering Western Australia (RWWA)’s TABtouch brand in June.

Agency: Clemenger BBDO Sydney
Client: TABtouch

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